Content creation boosts fan engagement for global tournament
ICC, the global governing body of cricket, wanted creative social media content that would engage, entertain and inform their passionate audience throughout the tournament.
The Challenge
We were approached by LiveWire Sport and the ICC to help them to create and deliver content throughout the Cricket World Cup 2019.
Sports social media has grown in popularity, becoming the best place to stay informed about the latest news, tournament information and matchday activity. Prior to this tournament, cricket was not up to speed with this trend when compared to coverage published by competing sports such football, tennis and rugby.
The ICC wanted to break new ground, offering their audience and followers creative social content throughout Cricket World Cup 2019. LiveWire, the creative agency tasked with this project, hired us to help deliver the creative design ideas throughout the tournament.
The Strategy
Matchday graphics
Prior to the start of the tournament, we explored creative matchday graphic designs that would eventually be used for all of the 45 fixtures that were scheduled over the six weeks of the tournament. We needed to deliver them in varying dimensions for multiple social media platforms, so designing flexible graphics was essential. Each matchday graphic detailed the teams playing, key players from each team, and their flags, along with the date, time and location of the match.
We created the graphics to ensure that they were visually attractive to followers of the social media accounts, encouraging fans to engage with the ICC’s posts and follow it as their focal point for tournament updates.
Reactive graphics
During the tournament, we created reactive graphics that were designed to highlight key match events, milestones, and stats focused on a particular player or team.
Each reactive post was unique to whatever happened in the tournament, and required a different creative approach for the design. Examples include Ben Stokes’ unbelievable catch versus South Africa, Sheldon Cottrell’s army celebration, and Shikhar Dhawan’s incredible scoring record. As part of our content creation process, we sought to include team colours, hero images of the players, and background images of fans to capture the tournament fever.
Finals hype graphics
With less than a week between the group stage, the semi-finals, and then the final, we were challenged to design graphics that demonstrated a prestigious look and feel, highlighting the importance of this stage of the tournament.
The graphics featured key moments from each team’s journey throughout the tournament, with the captains as the main focus, and included the date, time and location info.
The Results
By working with King Creative on content creation, LiveWire Sport and The ICC engaged, informed and entertained passionate cricket fans with matchday graphics, exciting reactive graphics that related to fixtures played on the same day, and prestigious hype graphics for the finals. The results emphasised that the ICC’s social media channels were the best place to keep up to date with all of the Cricket World Cup’s action, and their growth throughout the tournament showed that we achieved this goal.
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